Beauty Store Business provides solutions for better retailing! New products, industry news, savvy business moves and important trends affecting both brick-and-mortar and online retailers are included in each issue.
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64 September 2017 | beautystorebusiness.com MAKE THE SEASON BRIGHT It's not called the most wonderful time of the year for nothing. Leading up to the holidays, consumers desire to create a celebratory feel through the gifts they give and the cosmetics they wear. Our experts share tips on how to make the holiday shopping experience special. • Sh our Appreciation: "Each year, we have a client appreciation day in December to remind clients that we appreciate them shopping and receiving services with us. This way, they can sip, shop and mingle with friends while receiving special perks and gifts." –Cera Fass, Arch Apothecary • Cover Your Bases: "We know consumers will be thinking gifts, but they are also shopping for the latest party looks, latest self-indulgent items, etc. Thus, we aim to have something for everyone and everyone's shopping lists." –Katie Krentz, Cos Bar • Offer High-End Goods and Stocking Stuffers: "Everyone loves beauty and to be pampered! It's a time to splurge on special items." –Maria Rush, Beauty Collection • Give the Gift of Luxury: "I feel beauty products are a great way to spoil your loved ones with things they would not normally pick up themselves." –Dominique Rush, Beauty Collection top priority. "You need to have something within every price range, even within the luxury category," says Krentz. Beauty stores should consider all types of customers when strategizing for the holidays, incorporating budget shoppers as well as those who make it a priority to purchase high-end products. Offer solutions to a wide range of consumers with varying needs. "Our number one [goal] is to provide a solution for our customers," Maria Rush says. "Our products must deliver results. Our goal is to provide brands in an upscale environment with a memorable experi- ence, backed by excellent customer service and product knowledge." She goes on to say, "High-margin products, unique high-ticket items and current-trend items that a customer wouldn't normally find in a beauty environment add value to their shopping and make it more convenient for them." And convenience is certainly top-of-mind for today's holiday consumers. These tips all support a winning service for your cus- tomers—ease. The ease of not running around in circles looking for popular products; the ease of finding something for everyone on a shopping list; and the ease of knowing they've found just the right gifts at a beauty supply store that provide excellent customer service. ■ Shelby Deering is a lifestyle writer based in Madison, WI.